Buddhist-inspired Societal and Individual Well-being as a New Frontier in Research Priorities

This paper advocates for prioritising Buddhist-inspired societal and individual well-being in marketing research and practice, using the Noble Eightfold Path as a guiding framework. The Noble Eightfold Path – Right View, Right Intention, Right Speech, Right Action, Right Livelihood, Right Effort, Right Mindfulness and Right Concentration – offers an ethical and psychological foundation that enables marketers to transcend traditional practices to promote individual well-being and collective social goods. We present a research agenda incorporating Buddhist ethics into marketing scholarship and practice, focusing on understanding, appreciating and cultivating the welfare of all beings and the natural world.